The Curva event in Milan was a banger The Como brand looking to set a new standard in fashion
On Friday, March 20, we celebrated the final days of the Curva pop-up store, in the heart of Milano, in the San Babila area: an event that previews the brand’s expansion goals, as it is ready to soon open a store in Como. But what exactly is Curva and how can it be described? Curva is a side project of Como FC: a brand and shop offering the eponymous Curva line, as well as RHUDE, the brand founded by Rhuigi Villaseñor, the club’s creative director. In addition, there is official Como merchandise, provided by adidas. The real peculiarity of Curva, however, is something else: both in the physical store and online, merchandise items from other clubs, such as Milan, AS Roma, and Bologna, are also available.
Exchanging a few words with the club president, Mirwan Suwarso, the concept and vision behind Curva clearly emerge: creating a platform where Curva Identity contributes to strengthening an entire system. As Suwarso himself explains, selling merchandise of Italian teams and Serie A means helping to enhance their branding; and stronger branding compared to competitors elevates the entire ecosystem. It is precisely within this system that Como aims to establish itself as an increasingly competitive player, both on and off the field: a better system, therefore, also benefits the club.
The crowd animated via Cino del Duca, 2 from 6 PM to 9 PM on Friday, while numerous high-profile guests attended the event: from Gianluca Gazzoli to top NFL athletes such as Micah Parsons, Kyle Pitts Sr., Will Johnson, Bijan Robinson, and Nicolas Emmanwori.
